Growth
Maximizing Startup Growth Through Events
Written by
Lineke Kruisinga
Published on
December 23, 2024
Written by
Published on
Startup events aren’t just about showing up; they’re about showing what your startup is made of. These gatherings bring together innovators, founders, and investors in one space, offering the perfect opportunity to boost your visibility, grow your network, and even secure funding. In this article, we’ll explore how startups can turn events into strategic wins—whether it’s choosing the right ones to attend, building connections with communities, or making an impression on investors.
Events are opportunities to put your startup’s vision, products, and values in the spotlight.
Why Events Matter for Startups
Event marketing is a proven tool for generating leads, closing sales, and building relationships. Here are some stats that underline its importance:
For your startup, this means events can help you grow your network, amplify your brand, and convert leads into loyal customers.
1. Demonstrate Expertise
Take the stage through speaking engagements or panel discussions. Share insights, showcase solutions, and position your startup as an industry leader. This builds trust and establishes credibility with potential customers and partners.
2. Showcase Your Brand
Set up booths or create promotional materials that tell your brand story. Use visuals, product demos, and interactive displays to leave a lasting impression. Think beyond logos—highlight what makes your startup unique.
3. Generate Leads
Events are prime opportunities to grow your contact list. Capture attendee information through sign-ups, giveaways, or digital tools like QR codes. Follow up with tailored messages to keep the conversation going.
Events offer a chance to make your brand unforgettable. Think about the last event you loved—what stood out? Likely, it was the brand’s creative approach, the atmosphere, or how they engaged with the audience.
Here’s how to replicate that:
One-on-one interactions are where events truly shine. Talking directly with potential customers helps you understand their needs, answer questions in real-time, and offer tailored solutions. This level of personal engagement is hard to achieve through digital channels but is inherent in events.
Memorable experiences don’t just boost brand loyalty—they amplify your marketing. Think of ways to surprise and delight your audience. Whether it’s through unique product activations, giveaways, or creative entertainment, focus on creating moments people won’t forget.
Event marketing works best when combined with your other efforts:
This consistent messaging across channels strengthens your brand and maximizes your event’s impact.
We explain more on how to use Marketing and Events for your brand in: Mastering Employer Branding: Building a Magnetic Identity to Attract Top Talent
Organizing a startup event doesn’t have to be overwhelming. With clear planning and a focus on your audience, you can create an event that drives real value for your startup.
1. Define Your Goals and Audience
Start by being clear about why you're hosting the event and who you want to reach. Is your goal to generate leads, raise awareness, get feedback, or build connections? Understand your ideal attendees—their needs, interests, and pain points. Clear goals and a defined audience will guide your event content, format, and promotion strategy.
2. Pick a Theme and Format
Choose a central theme that highlights your value and ties everything together. Decide on a format—workshops, panels, demos, pitches, or fireside chats—that fits your goals and engages your audience. Depending on your choice, you might also need to recruit speakers, mentors, or judges to bring value to your attendees.
3. Secure a Venue and Date
Find a venue that fits your budget, size needs, and location preferences. Make sure it’s accessible and available on a date that works for your audience. Check for any industry events that could either conflict with or complement yours. Book early to avoid last-minute headaches.
4. Promote Your Event
Get the word out using social media, email, newsletters, or your network. Clearly communicate why your event matters—highlight your theme, speakers, agenda, and how to register. Create a landing page or use an event platform to manage sign-ups and provide all the details attendees need.
5. Prepare Your Content and Logistics
With the event date approaching, finalize your presentations, pitches, or demos. Make sure they’re polished and relevant. Brief speakers and collaborators so they know what to expect. Handle logistics like AV equipment, catering, or permits to ensure everything runs smoothly.
6. Host and Follow Up
On event day, welcome attendees, guide sessions, and encourage interaction. Collect feedback during or after the event. Post-event, thank your attendees, speakers, and partners, and share any follow-up materials. Review the feedback and outcomes to improve future events.
Workshops and Webinars
Host events that educate your audience on topics they care about, like trends in your industry or solutions to common pain points. For example, if you’re in fintech, a webinar on simplifying personal finance could attract the right audience. These sessions also give you a chance to highlight your expertise and how your startup provides value. Make it interactive with Q&A sessions or live demos to keep attendees engaged.
Launch Events
Got a new product, feature, or big milestone? Launch events are the perfect way to share the excitement with the world. Invite journalists, influencers, and key stakeholders to help spread the word. Keep the focus on your story—why your product matters and how it solves real problems. Whether virtual or in-person, these events create a sense of momentum and build trust with your audience.
Networking Mixers
Bring people together in a casual setting to spark meaningful connections. A networking mixer could be as simple as inviting investors, customers, and potential partners for drinks and conversation. The goal isn’t to sell—it’s to connect. You might leave with a new partnership or even an investor who’s impressed by the network you’re building.
💡 Tip: Keep It Lean
Startups don’t have to break the bank to host great events. Use lean principles—opt for free platforms for webinars, host mixers at low-cost venues, and get creative with your invitations. Focus on what delivers the most value: meaningful interactions, engaging content, and a clear follow-up plan.
By being intentional and engaging with attendees, you can turn one-time encounters into lasting relationships. Here’s how to make the most of these events:
1. Be Proactive Before the Event
Don’t wait for the event to start to make connections. Use event platforms or social media to reach out to other attendees in advance. Introduce yourself, share your startup’s mission, and show genuine interest in their work. This makes meeting in person feel more natural and sets the stage for deeper conversations.
2. Get Involved During the Event
Dive into the discussions. Whether it’s a panel talk, a workshop, or a brainstorming session, be present and share your insights. Asking thoughtful questions during Q&A sessions or contributing ideas during group activities helps you stand out and builds credibility.
3. Follow Up to Build Real Relationships
Meeting someone at an event is just the beginning. After the event, send a personalized follow-up message to show you value the connection. Mention something specific from your conversation to make it personal—this small effort can leave a big impression.
4. Offer Value to Your New Contacts
Think beyond what others can do for you. Share helpful resources, offer introductions, or invite them to collaborate on projects. Building a community is about mutual growth, and showing generosity can strengthen trust and loyalty.
5. Stay Visible and Keep Engaging
Don’t let the momentum fade after one event. Stay active in startup communities by attending more events, contributing to online forums, and sharing your journey on social media. Visibility helps you maintain relationships and keeps your startup top of mind.
💡 Did you know? Having a coach or mentor guide your community engagement can significantly enhance your effectiveness. Discover how coaching shapes startup success.
Building strong investor relationships at events can unlock new opportunities for your startup. Focus on:
Not every event is designed for connecting with investors. Some focus on education, inspiration, or fun, while others are about matchmaking, pitching, or getting feedback. Do some research to see if the event fits your industry, stage, and goals. Check the speakers, sponsors, and attendees. Look for events with a clear theme and agenda that align with what you’re looking for. Tools like Eventbrite, Meetup, or AngelList can help you find relevant events near you.
➡️ How to Find Angel Investors for Startups and Seal the Deal
Once you’ve chosen your events, it’s time to prepare. Your pitch should be short, clear, and tailored to the event and audience. Be ready to explain:
Bring materials like a one-pager, a pitch deck, and maybe a demo. Also, make sure your contact details and social media profiles are easy to share.
⏩️ Designing a Pitch Deck for Investors
At the event, don’t be shy or overbearing. Respect their time, and don’t interrupt or dominate the conversation. Be curious—ask about their background and interests. Listen closely, and look for common ground to build rapport. Show genuine interest, and keep it natural but professional.
Send a thank-you email within 24 hours to the investors you met. Remind them who you are, what you do, and what you talked about. Attach your pitch materials and restate your ask. If you promised to send more info or arrange a meeting, follow through promptly. Stay in touch by sharing updates, but avoid spamming or disappearing.
Networking with investors can be tricky, so avoid these pitfalls:
Timing is key—don’t pitch too early or too late.
Getting investors at events isn’t easy, but it’s doable. Learn from other founders, mentors, or experts who’ve done it before. Use tools like Pitchbook, Crunchbase, or LinkedIn to research investors in advance. Join communities like Pitchdrive, Startup Grind or Techstars to access more opportunities and resources. With persistence and practice, you’ll keep getting better.
If you're looking for tips on how to communicate with investors effectively, consider reading Choosing the Right Investors for Your Startup: Proven Tips and Winning Strategies
Get ready to connect with founders, investors, and industry leaders at these can’t-miss events in 2025.
Tech.eu Summit
📍 United Kingdom | 🗓️ March 25-26, 2025
Tech.eu hosts one of Europe’s leading tech conferences, bringing together entrepreneurs, investors, and industry pros. In 2024, over 1,200 attendees joined to explore the latest in tech.
Skinnovation
📍 Austria | 🗓️ March 26-28, 2025
Take your networking to new heights—literally! Skinnovation gathers startups, investors, and tech enthusiasts in the Austrian Alps for an inspiring event like no other.
Austrian Startup Summit
📍 Austria | 🗓️ April 1, 2025
This summit celebrates Austria’s vibrant startup scene, uniting entrepreneurs, changemakers, and investors for a day of networking and fresh ideas.
EU-Startups Summit
📍 Malta | 🗓️ April 24-25, 2025
Join 2,500+ attendees in sunny Valletta for fireside chats, keynotes, and a pitch competition featuring Europe’s brightest startup teams.
ViennaUP
📍 Austria | 🗓️ May 8-16, 2025
ViennaUP is a week-long festival packed with workshops, panels, and networking opportunities for startups, investors, and innovators.
Upstream Rotterdam
📍 The Netherlands | 🗓️ May 21-22, 2025
This Rotterdam-based event focuses on scaling startups, connecting founders with investors, corporates, and policymakers.
Dublin Tech Summit
📍 Ireland | 🗓️ May 28-29, 2025
Dive into global tech trends at this event with workshops, talks, and networking opportunities that focus on topics like AI, quantum computing, and more.
Tech Open Air (TOA)
📍 Germany | 🗓️ June 4-7, 2025
TOA Berlin blends technology with music, art, and science, offering a platform for cross-industry collaboration and creativity.
London Tech Week
📍 United Kingdom | 🗓️ June 9-13, 2025
With 45,000 attendees in 2024, London Tech Week is the ultimate destination for discovering trends in AI, green tech, and beyond.
Viva Technology
📍 France | 🗓️ June 11-14, 2025
Paris hosts this four-day event packed with insights on AI, deep tech, and future society, featuring themed stages and interactive workshops.
The Next Web (TNW)
📍 The Netherlands | 🗓️ June 19-20, 2025
With over 10,000 attendees, TNW showcases trends in AI, sustainability, and startup growth, making it a must-attend for tech-savvy founders.
Bits & Pretzels
📍 Germany | 🗓️ September 29 - October 1, 2025
This Munich-based festival offers inspiring keynotes, hands-on workshops, and plenty of networking for founders and investors.
TechBBQ
📍 Denmark | 🗓️ October 2025 (Date TBD)
Born from a casual barbecue, this Copenhagen event has grown into a 7,000-attendee gathering that balances insightful talks with a cozy vibe.
Sifted Summit
📍 United Kingdom | 🗓️ October 8-9, 2025
Explore European tech’s future at Sifted Summit, with panels, keynotes, and workshops for startups and investors.
Web Summit
📍 Portugal | 🗓️ November 11-14, 2025
With over 70,000 attendees, Web Summit in Lisbon is one of Europe’s largest startup and tech gatherings.
Slush
📍 Finland | 🗓️ November 19-20, 2025
Helsinki’s iconic Slush event is all about actionable advice for building companies, offering keynotes, workshops, and unmatched networking.
Startup events are a gateway to growth, offering opportunities to elevate your brand, engage with communities, and foster investor relationships. By strategically choosing and leveraging these events, your startup can achieve significant milestones and secure a robust position in the market.
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